The "Google" button that appears on the soft keyboards of existing iPhones when conducting a Web search has been changed to simply read "Search" in the beta of iPhone OS 4, removing a reference to Apple's rival.

The change was already made in iPhone OS 3.2 for the iPad, but the iPhone OS 4 beta for the iPhone shows that the subtle tweak, as discovered by iLounge, will likely make its way to Apple's handset when the software upgrade is released this summer. In the current iPhone OS 3.1.3, using Safari's search function offers a blue "Google" button in the bottom right corner of the touchscreen keyboard.

This week it was also revealed that Apple added Web search to the Spotlight search feature in iPhone OS 4. That option also does not mention Google, only saying "Search Web."

The small change to iPhone search could serve as more evidence to support claims from earlier this year that Apple and Microsoft have been in talks to make Bing the default search engine for the iPhone. Currently, searches conducted through the Safari Web browser go through Google by default, though Yahoo can also be selected.

In March, The New York Times profiled the increasing rivalry -- one that has reportedly become personal -- between Google and Apple. The newspaper said that Apple co-founder Steve Jobs feels that Google "violated the alliance" it had with Apple when it released phones based on the Android mobile operating system.

It was the introduction of Android, the Chrome browser, and Google's plans to release its own netbook operating system that forced Schmidt off of Apple's board of directors last August. Soon after that the two began competing for acquisitions.

This week, Jobs admitted that Apple tried to buy mobile advertising firm AdMob, but said that Google "snatched" the company away. Apple instead bought Quattro Wireless

The reason is very simple, as there is no conspiracy at all: how can you have Google on it when you can use more than one search engine like Yahoo? Move along, citizens...

It's not really that way though, and it only took half a minute to prove this. When you select Yahoo! as your preferred search, the search box in question says Yahoo!. Switch it back and the box says Google again.

What iLounge did NOT show is the screen BEFORE that. What text appears in the search box itself? I bet it still says Google (or Yahoo), all the time, on top of every single Safari page view. And then once they hit Search, the page that comes up is still Google’s own page, that still says Google in rainbow letters! Plenty of Google branding.

So in OS4, once people tap the ever-present Google object at the top of Safari, on the way to be fed a whole Google page, they are no longer shown this particular third instance of Google branding in the middle of the process?

This is a big deal?

(Worth hits for iLounge, though. Any Apple conspiracy hints are good ad bait.)

Now, maybe we’ll see more screenshots and know that they changed the main field to say Search too. Even that’s not a big deal—it’s a good, consistent choice for labeling an onscreen function. And it lets documentation and support staff say “tap Search” instead of “tap Google or Yahoo or Bing or Wikipedia according to your Settings."

Even in that case, Google is still what comes up AFTER you click Search, and it’s still plastered on the Maps credits too. And now, with OS4, you can Google right from the Spotlight bar! People will be seeing more Google pages than ever wit OS4. There may be a feud between parts of Apple and parts of Google, but little change tells us nothing.

And no matter what, AI’s headline is misleading. Search results will still be Google-branded in OS 4 (if the user chooses Google, as most will). One particular BUTTON does not mean all branding is gone.

Quote:

Originally Posted by JeffDM

On what OS / device? A search for Apple shows up just fine on my OS 3.x iPhone 3G, your search just shows a series of five asterisks.

1) It still states the search engine name in the search engine text field so any conspiracy that is Apple taking a stand against Google is a nonstarter.

2) I would love to have the Search feature allow me to choose between an internet search engine and searching for text on the page. Pretty much working just like on Safari on a Mac. IMo, there is enough space above search bar to add these buttons without taking up additional page space for the actual search results.

Dick Applebaum on whether the iPad is a personal computer: "BTW, I am posting this from my iPad pc while sitting on the throne... personal enough for you?"

1) It still states the search engine name in the search engine text field so any conspiracy that is Apple taking a stand against Google is a nonstarter.

Exactly...

Not to mention... THIS IS HOW GOOGLE WANTS IT!!!

The long and short of it has to do with Genericized trademark and it's not something Google wasn't to have happen to them. While one might think it's "COOL" to have people refer to 'searching" as "GOOGLING" or "GOOGLED" as in "I googled that movie title last night..." it actually is or will possibly cause Google to loose their TM name...

The long and short of it has to do with Genericized trademark and it's not something Google wasn't to have happen to them. While one might think it's "COOL" to have people refer to 'searching" as "GOOGLING" or "GOOGLED" as in "I googled that movie title last night..." it actually is or will possibly cause Google to loose their TM name...

From my experience, that is a hard concept for many people to understand. They either seem to get it or no amount of explanation will work.

Dick Applebaum on whether the iPad is a personal computer: "BTW, I am posting this from my iPad pc while sitting on the throne... personal enough for you?"

It would be difficult for Apple to run a general-purpose search engine to drive sales of their high-margin hardware. The world has plenty of unloved search engines (Yahoo, Cuil, Ask, etc.). Apple's tack is to address the mobile ad market instead, rather than build the search engine.

Apple is starting to flex.
Alienating MS, Google, Adobe, AT&T, MPAA, countless other developers...
Are they strong enough to be an island?

This is what happened to Apple in the late 80's/early 90's with desktop computing and allowed MS to clobber them - reducing their Market share to 1%.

This time, however, there is no printing/design/creative industry to support them through tough times. They made sure to piss them all off. (glossy displays anyone? )

The consumer market changes fast. Overnight sometimes. It would be wise for Apple to tread carefully with their quixotic approach of late, and play a little nicer... lest history repeat itself.

... or are they strong enough to be an island?

This is nothing like what happened in the 80's/early 90's - what kind of revisionist silliness are you reading that would lead you to even equate the two circumstances as even being remotely alike? Were you even sentient back then?? *grin*

Seriously , I really would like to hear what about this has any resemblance at all with the 80's & 90's (settles back into his easy chair). Go on son, I'm all ears....

(bear in mind I was out of college by then and working as a paid professional technologist. I also was walking with the very players that shaped how that part of the Electronic Age played out so be truthful and accurate)

It would be difficult for Apple to run a general-purpose search engine to drive sales of their high-margin hardware. The world has plenty of unloved search engines (Yahoo, Cuil, Ask, etc.). Apple's tack is to address the mobile ad market instead, rather than build the search engine.

I think that's probably the smartest way to go. Google doesn't make their money from search anyways, not directly. Their money comes from ads.

There is a big difference from the Mobile Safari search field (to the right of the address bar) showing which search engine you are configured for, and naming the bright blue search button (on the bottom right) with the name of the search service.

I think that's probably the smartest way to go. Google doesn't make their money from search anyways, not directly. Their money comes from ads.

That's right.

Many people are simply unaware (or unwilling to admit) that Google's revenue stream is based on a closed-source, highly proprietary system known as AdWords. They claim that Google is the champion of open-source, the guardian of the little people, etc. That's B.S. Google is the world's largest Internet ad agency. That's what puts money in Google's coffers.

I'm a GOOG shareholder. It's right there in their SEC filings and quarterly earnings statements.

Apple should not drop Google as the default search engine. Google is the best search engine and I believe they are pay Apple 100 Million a year for the for the privilege of being the default. It would be outright foolish to drop them.

I could see Apple offering their own Map backend behind the iPhone Maps application in addition to the Google backend if they have some unique features.

Folks, this isn't a big deal. I've installed 4.0. Yes the button now says "search" (as it should) but it still says google up in the search field. It also gives you google suggestions. If anything, that shows there isn't a break in Google/Apple relations but possibly them working more together.